The agency-of-record model assumed a world where creative production was slow and consolidation was efficient. Neither is true anymore.
What's replacing it: smaller studios that go deep on a single discipline, paired with internal in-house teams that own the day-to-day. The studio carries the system; the in-house team carries the cadence.
This works because the work is closer to the product. Engineering ships features, brand ships chapters — both inside the same operating rhythm.
We've structured Advergrid around this model. Engagements are 3–6 months, hand off cleanly, and stay accessible for the chapter after that.
— published September 10, 2024, 3 min read
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The Transformation of Digital Advertising
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